Quiz 4

Question 1

4 categories of BLIP Model

Answer 1

Building Brands

Leveraging Brands

Identifyng and Measuring brands

Protecting brands

Question 2

Why is BLIP model needed

Answer 2

Tendency on over-concentrate on important issue of brand building

Question 3

To Build a strong brand…

Answer 3

Organization must create favorable association

Question 4

3 Building Brands strategies

Answer 4

Reinforce the Brand

Revitalize the Brand

Adjust the brand portfolio

Question 5

Leveraging Brands

Answer 5

Marketers must make decisions on how to best utilize their brand assets

Question 6

Line Extensions

Answer 6

Adding a new form of product or service in the same product category

Question 7

Brand extentions

Answer 7

Entering products/services with an existing brand name into a new product category

Great risk involved

Question 8

Ways to measure brand equity: Quntitatively

Answer 8

Surveys

Financial Measures

Question 9

Ways to measure brand equity: Qualitatively

Answer 9

Thought listing technique, brand collages, developing concentric circles

Question 10

Conducting Brand equity research can determine…

Answer 10

What does the brand mean to the Consumer?

What are teh Attitudes towards the brand?

What colors are assosciated with the brand?

What is the brands personality?

Question 11

How to protect the brand?

Answer 11

Legally protect the brand (trademark, copyrights)

Institute policies to avoid dilution of brands

Question 12

Brand Management challanges

Answer 12

Brand Proliferation

Media Fragmentation

Protecting a brand

Increased Costs

Question 13

Licensed Products

Answer 13

Products which bear the name and logo of amateur, collegiate and professional sport teams, athletes, macots, etc.

Created by an outside company

Question 14

Branded Products

Answer 14

Products which bear the name of the manufacturer

Question 15

Licensees

Answer 15

Organizations which manufacture the merchandise

Question 16

Licensor

Answer 16

Organization which grants teh right to the licensee to use the team name, logo, colors, nickmane, etc.

Question 17

Price

Answer 17

The exchange value of good or service and the value of an item in the marketplace

Question 18

Lanham Act

Answer 18

Any word, name, symbol, or device or combination therof adopted by and used by a manufacture or merchant to identify his goods and distinguish the from those manufactured or sold by others

Question 19

Players Associtation Licensing

Answer 19

Approve and manage licenses for player names and likenesses

Question 20

At the core of any decision is the value that a consumer perceives

Question 21

Fan Cost Index

Answer 21

Total cost to attend a sports event

Question 22

Capitation Pricing

Answer 22

Offering a price “per head”

Typically used on a group basis

Question 23

Elasticity of Demand

Answer 23

How sensative the market is to a price change

Question 24

Inelastic

Answer 24

Increase in price will mean increase in profits

Question 25

Elastic

Answer 25

Increase in price will mean decrease in profts

Question 26

Variable Pricing

Answer 26

Price changes according to games

Question 27

Dynamic Pricing

Answer 27

San Diego Padres

Question 28

What is A Brand

Answer 28

A name, term, sign, symbol, sound or comination of them intended to identify the goods and services of a seller and to differentiate them from the competition

Question 29

What is Brand Equity?

Answer 29

Added value associated with a brand that is not associated by by the functional attributes

Question 30

Brand Associtations

Answer 30

Anything linked in memory to a brand (Aakers